Ubisoft: HIDE

Credits & Description:

CLIENT UBISOFT
PRODUCT UBISOFT WATCHDOGS
ENTRANT BETC PARIS, FRANCE
TYPE OF ENTRY MOBILE
CATEGORY SOCIAL FOR MOBILE
TITLE HIDE
PRODUCT/SERVICE UBISOFT WATCHDOGS
ENTRANT COMPANY BETC PARIS, FRANCE
ADVERTISING AGENCY BETC PARIS, FRANCE
STEPHANE XIBERRAS BETC EXECUTIVE CREATIVE DIRECTOR
BENJAMIN LE BRETON BETC ART DIRECTOR
ARNAUD ASSOULINE BETC COPYWRITER
ANTOINE COUCOUREUX BETC ART DIRECTOR
BENJAMIN CUZIN BETC COPYWRITER
HUGO DIAZ BETC EXECUTIVE PRODUCER
JEAN/CHARLES CABOCHE/TIPHAINE DU PLESSIS/THOMAS BOUTTE/DAMIEN CLANET BETC AGENCY MANAGEMENT
GUILLAUME CARMONA/LIONEL HILLER/SOPHIE BLANDIN/JEAN GUERIN/LOUIS GAMBINI UBISOFT BRAND MANAGEMENT
Links
Mobile URL https://itunes.apple.com/fr/app/hide-by-watch-dogs-%20/id672672245?mt=8
Creative Execution
H_IDE functions as a Smartphone OS. It was launched for free, on Android Market and Apple Store and it is still active. It allows encryption of smartphone content (photos, text, voice messages) and makes it unrecognizable. Then people can share it on social media or send it by SMS, 100 % encrypted. Only H_IDE users can decrypt this content through the app scanner. Thanks to a member H_identity card, the user can compete against other hackers in a special ranking system. This increases time spent on the app, and encourages people to use it daily.
450 000 downloads in the first month and still used daily by 160 000 users. In terms of business, H_IDE reinforced Watch_Dogs awareness and attractiveness. Its launch, during the Gamescom, helped to generate more than 85 000 pre-orders of the game, which is far above our expectations (20 000).
The brief: Engage Watch_Dogs audience into the Watch_Dogs fantasy, by creating a mainstream app that could allow the user to feel the power that Aiden Pierce in Watch_Dogs game has and generate 20 000 pre-orders. The idea: H_IDE by WATCH_DOGS, the app that lets users control their digital trace. Today, every text message, every image shared on social networks, each tweet and every voice mail, feeds each person's digital trace, beyond control. With H_IDE, power can finally be regained. How? The app simply encrypts all users' interactions on social networks, and thus eliminates every trace of their digital life. H_IDE is an application that allows the user to visibly disappear from all social networks.